The next generation of Latino entrepreneurs is building far beyond traditional small-business categories.
Across advanced technology, AI, consumer products and brand engineering, the companies featured at Velocity show the breadth of what Latino entrepreneurship looks like today.
What began with two college students growing mushrooms from used coffee grounds has grown into Back to the Roots, founded by Alejandro Velez and Nikhil Arora with a mission to reconnect families with where their food comes from.
Today, Back to the Roots has grown into a national gardening brand carried in thousands of stores, showing how a simple idea can become a scalable consumer business.
At Velocity, Co-Founder & Co-CEO Alejandro Velez returns to the Main Stage with the data and dollar growth behind the company’s expansion, lessons from building the brand and a look at what’s next for Back to the Roots.
Returning to Velocity, founder Eric Aguilar brings an update on Omnitron’s development of next-generation MEMS and advanced sensor technology with applications spanning AI data centers, autonomous navigation, robotics and extended reality.
The company is developing the physical systems that help machines sense, navigate and operate in increasingly complex environments. At Velocity, Aguilar shares how Omnitron is changing the AI playing field and where this technology fits into the next wave of robotics and autonomous systems.
Co-founded by Will Fernandez, Defyner helps brands rethink how their marketing teams operate in the agentic age, working with companies including GEICO, Zillow and ServiceNow.
Fernandez brings nearly a decade of experience at WPP, where he became the group’s youngest-ever EVP and Global Client Lead and led its global agency relationship with Amazon across 32 markets.
L’ATTITUDE Ventures is also taking attendees deeper into the mechanics of building and financing companies.
VC 101: UNDERSTANDING VENTURE CAPITAL
Fabián Ronisky and the L’ATTITUDE Ventures team break down how venture capital works, which businesses may be suited for it and the costs and benefits founders should understand before pursuing investment.
ENTREPRENEURSHIP 101: VALIDATING YOUR IDEA
Elisa Sepulveda and the L’ATTITUDE Ventures team focus on one of the earliest questions every entrepreneur needs to answer:
Is this a problem customers will actually pay to solve?
Attendees will learn frameworks for testing an idea before investing significant time and capital into building it.
Move with Velocity: Intensity. Intent. Speed.
